The plastic-free movement is gathering steam. Last year’s introduction of the 5p charge for a supermarket plastic bag changed everything within months. It’s led to shoppers looking like they are on ‘Crackerjack’, balancing items to win prizes, trying not to spread the coleslaw all over Asda car park.
This week there’s news on the reduction of plastic in every field. India closing factories as it pledges to be plastic-free.
Vending machines spit out ‘once only’ cups all over the globe. The leading chains of Starbucks and Costa sell millions of disposable cups every week. It seems the industry has disposable cups at it’s heart. However, this week, a coffee chain took the lead and announced it wouldn’t sell coffee in disposable plastic cups. http://www.bbc.co.uk/news/uk-43879019
The ‘Boston Tea Party’ have twenty-one coffee shops in the UK and have pledged customers must change their habits. The choice is either bring their own plastic mug, or buy one. This is a massive, brave step from a business point of view. It’s also a perfect example of how a business is reaching out to a niche audience, separating itself from the masses.
Want to take our coffee away? Show me the money. Want to be a member of our plastic-free club? You’ll need to carry around a plastic coffee cup all day, to be a member of this Tribe. (Watch this fascinating TED talk to hear more about Tribes https://www.ted.com/talks/seth_godin_on_the_tribes_we_lead
Concerned about the environment? Come and get your coffee from us, we also care.
Will they sell more, or less coffee? This will be fascinating to watch. Is there a way that we can all follow this in business? It has my attention. I’m already wondering whether we can go plastic-free?